Dakota Office Products Case Study

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Dakota Office Products Case Study 1.) Why was Dakota’s existing pricing system inadequate for its current operating environment? Dakota Office Product (DOP) had started to use EDI in 1999 and a new Internet site in 2000 for its customer order system. Orders arrived automatically and this way would save data entry cost for the company. Moreover, DOP started to deliver orders to customers by their small fleet of trucks (desktop delivery) when possible instead of using commercial freight. This approach would reduce the cost for delivery charge also. However, DOP’s costs continued to rise. With all saving from electronic orders and shipping cost, the company still experienced a loss. The problem is that the company’s existing pricing system is not working with its current operating environment. DOP still used traditional method which allocated costs based on volume instead of cost’s drivers. All variable costs, fixed cost and overhead cost are proportionally volume related. All the costs were allocated based on the cost of item purchased as illustrated in the table 1.1. Allocating cost this way would not be accurate since DOP could not see the improvement in cost control from electronic order and desktop delivery. The company should use the ABC approach which is recognized costs by their activities and drivers for its pricing system. The cost drivers are used as bases to allocate costs to the product and thus would reflect more accurate product costs than using traditional cost pricing system. Table 1.1 Dakota Office Products: Income Statement CY2000 Sales | $42,500,000 | | 121.4% | ($42,500,000/$35,000,000) | Cost of items purchased | $35,000,000 | | 100.0% | ($35,500,000/$35,000,000) | Gross margin | $7,500,000 | | 21.4% | ($7,500,000/$35,000,000) | Warehouse personnel expense | $2,400,000 | | 6.9% | ($2,400,000/$35,000,000) | Warehouse

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